Marketing Sales
Resume:
ROBERT LANDE
Rye Brook, NY ****3
C: 917-***-****
*********@*****.***
Executive Profile
Results-driven top marketing executive with 20 years of digital marketing, ecommerce, advertising and
consumer research experience. Proven track record of developing strategic marketing programs that
increase awareness, build brand equity and deliver measurable results. Passion for creating engaging
consumer experiences that builds revenue and drive profitable sales growth.
Analytical, resourceful and dynamic leader with extensive experience in multi -channel integrated
marketing, consumer product marketing and new business start-ups. Unique ability to creatively transform
data into insightful, breakthrough ideas that strengthen the brand and grow the business. Particularly
strong at leveraging consumer insights to deliver significant ROI.
AREAS OF EXPERTISE: Digital Marketing, Brand Building, Strategic Planning, Ecommerce, C onsumer
Research & Insights, Customer Acquisition & Retention, Database Marketing & Segmentation, Web Site
Usability & Design, Conversion Optimization, Direct Marketing, Mobile Marketing, Email Marketing, Social
Media, SEM, SEO, Affiliate Marketing, Lead Gen, New Product Development & Launch, Team
Leadership, Budget Planning, P&L Management, Agency Management, DR Radio & TV.
Professional Experience
STROLL / INTERNET ORDER LLC Philadelphia, PA
Sept 2013 – Present
Senior Direct Marketing Consultant
Responsible for developing business unit growth strategies as well as leading initiatives on
product development, distribution, design, packaging, data modeling, pricing, brand partnerships
and forecasting. Report directly to CEO
Built strategic and tactical programs to increase visitors, build loyalty, improve conversion rates
and elevate margin performance.
Increased customer acquisition rates 57% and reduced direct-marketing acquisition costs 66% by
working closely with statisticians and predictive modelers to develop data driven lead generation
programs.
Developed and launched marketing reporting and dashboards to increase conversion and
improve marketing effectiveness.
Analyze all data for advertising metrics to ensure all media is effective and producing a higher
than average ROI. Manage two call centers obtaining low CPC & CPA’s with a focus on customer
experience generating high LTV’s.
NBTY, INC. Ronkonkoma, NY
May 2010 – Sept 2013
Director, Direct Response Marketing
Responsible for all marketing functions including digital marketing strategy, brand bu ilding,
creative, advertising, consumer research, direct marketing, customer segmentation, lead
generation, customer retention, social media and the online user experience.
Managed marketing budgets in excess of $20 million that drove significant revenue and brand
preference.
Increased profit margins by optimizing ecommerce and improving web site usability and
merchandising strategies.
Managed agencies of record in the development of digital marketing initiatives including SEO,
PPC and email programs.
Developed brand message, strategy and product positioning, which included annual marketing
program’s utilizing Broadcast, Print & Digital.
Created national TV campaigns. Increased sales by 30% over 6-month period.
Increased customer LTV by over 40% through the development and implementation of enhanced
customer experiences through trigger mapping and defining touch points utilizing cross -sell
promotions, incentives for continuity purchases, personalized email campaigns, improved website
functionality and flexible program shipments.
Incorporated Return Merchandise Authorization (RMA) and Save the Sale (STS) policies into all
acquisition and continuity marketing channels resulting in reducing returns by 38%
W orked closely with Consumer Insight’s team to understand relevant customer research, current
market conditions and competitor information. Executed and analyzed market research Initiatives
to identify opportunities to strengthen the brand and translated data into action
Created and implemented all inbound and outbound IVR and live operator scripts for various call
centers. Completed telemarketing analysis and recommendations to ensure higher conversions,
lower cost per order, higher average order revenue leading to an increased overall media ratio.
2013 ERA MOXIE award winner- Best Long Form Intellectual Property Infomercial
TRIVERGANCE BUSINESS RESOURCES Fort Lee, NJ
Jan 2008 – April 2010
VP Digital Marketing
Managed three accounts; Direct Buy, Mercedes Benz, Davi Skincare. Responsible for all e -
commerce sales including website design, online merchandising, user experience, multi-channel
sales, email marketing, affiliate marketing, digital advertising, social media, search engine
optimization, mobile web and online content creation and distribution.
Full P&L responsibility for all digital and e-commerce businesses. Delivered an average of 17%
year over year growth in e-commerce sales for 4 consecutive years.
Conceived and managed all analytics, SEM, SEO, affiliate and email campaigns and programs.
Created strategy for new position outlining the approach to build new high converting landing
pages based on keyword search results and taxonomy. Focused on landing page optimization
and enhancing customer experience.
Collaborated across multiple internal and external teams to ensure that all digital marketing
programs delivered significant gains around customer insights, customer acquisition, sales and
retention.
EVERLY ORIGINALS Newton, NJ
Jan 2004 – Dec 2007
CMO
Developed and executed channel marketing calendar for HSN, QVC, Shop NBC, in the US (The
Shopping Channel –Canada, Ideal Shopping Direct –UK) to maximize internal and external support
for all on air exposures, manage new product pipeline, strategize placem ent of product launches
and new offers contributing to sales in excess of $25M
Led team of over 9 marketing professionals in producing short and long form infomercials hosted
by Florence Henderson supported by direct mail, social media. Radio, print and ou tbound
telemarketing.
Redesigned and grew direct mail marketing and alternative acquisition media channels. Additional
accountabilities included new customer acquisition strategies, improve cost efficiencies, increase
flexibility and decrease implementation time. Utilized strategic direct mail segmentation modeling,
reporting and analysis to improve marketing campaign efficiency and effectiveness.
Coordinated planning, buying, and management of all consumer media efforts including campaign
development, contract negotiations, creative production/execution and performance analysis of
online media, SEM/SEO, social, acquisition and retention emails and events.
Spearheaded cross-functional teams to meet goals and objectives through multiple marketing
channels including online, email, direct mail, social, print advertising, and continuous exploration
and testing of unique marketing touch points.
VIA MAX New York, NY
April 1999 – Dec 2003
Director, Marketing
P&L responsibility for Marketing, Advertising, Merchandising and Planning. Successfully grew
business to over 35M in annual revenue.
Responsible for all stages of product development; package design, product, POP, end caps etc.
Served as liaison between Via Max and agency/vendors to implement marketing initiatives.
Established relationships with; Target, Sears, Wal-Mart. Costco, BBB, American Greetings & QVC.
Established and managed the QVC relationship, produced over twenty shows per year. Managed
the Dale Earnhardt (NASCAR) program with over sixty-eight SKU’s.
VENTURE DIRECT WORLDWIDE New York, NY
Sept 1995 – March 1999
VP/ Account Director
Managed the development and implementation of company-wide marketing strategy including
email/web, direct mail, card decks, catalog, and outbound telemarketing.
Defined and managed all segmentation and targeting, including list strategy, media plan
recommendations, list rentals, database enhancement and modeling.
Spearheaded cross-functional teams to meet goals and objectives through multiple marketing
channels including online, email, direct mail, print advertising, and continuous exploration and
testing of unique marketing touch points.
WUNDERMAN WORLDWIDE New York, NY
March 1983 – Aug 1995
VP/ Management Supervisor
Implemented campaigns utilizing, DRTV, radio, print, inbound/outb ound telemarketing and direct
mail.
Merrill Lynch - W orked with sixteen product groups in which national/regional ad campaigns were
developed and implemented. Staff of over twenty team members.
Columbia House - Campaign’s increased sales volume 24% for Video division an 8 Bayberry closed
27% for the Record division. Developed continuity programs to retain existing club members.
Time Life - Managed and launched: Vietnam, World War II & Home Improvement series.
DELLA FEMINA, TRAVISANO & PARTNERS New York, NY
Jan 1981 – March 1983
Account Executive
Beechnut Baby Food account. Launched successful advertising programs, which resulted in
continuous market share increases in a category dominated by a strong entrenched leader.
Education
BS, Syracuse University, SI Newhouse, 1980
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